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7.
Measurement & Analysis Buzz Trend <ul><ul><li>The Buzz Graphs gives the total count of results on a daily/weekly/ monthly basis and helps in understanding the buzz about the given set of keywords </li></ul></ul>No. of mentions

8.
Measurement & Analysis Sentiment <ul><ul><li>BM uses its proprietary NLP (Natural Language Processor) technology to do the sentiment analysis of the articles to give a clearer picture of the buzz with sentiments. </li></ul></ul>

9.
Measurement & Analysis Sentiment <ul><ul><li>Comparing the sentiments with the competitors gives a clearer picture for the brands. </li></ul></ul>

10.
Measurement & Analysis Most Discussed Keywords <ul><ul><li>Our system automatically identifies the key topics of discussion from the search results collected. The system lists the top topics along with the associated sentiments around it. </li></ul></ul>

11.
Measurement & Analysis Demographics <ul><ul><li>Our system gives the demographics of the authors. This is based on the profiles if available and other details like the name, choice of words etc. </li></ul></ul>

12.
Measurement & Analysis Share of Voice <ul><ul><li>Share of voice is based on the results collected for all the competitor brands for any particular duration for a country. </li></ul></ul>

13.
Measurement & Analysis <ul><ul><li>You can see the detailed results based on the sentiment/date/topic/source in a click. </li></ul></ul>

19.
Support Initiatives <ul><li>Built strong presence via offline engagements </li></ul><ul><li>Nokia Developer Day meet ups with CEOs/Founder of mobile app companies talking about killer apps developed by them </li></ul><ul><li>Showcased the availability on Ovi Store </li></ul><ul><li>Invite a large community of professional developers to interact and engage with the Nokia developer team </li></ul><ul><li>Conducted close to 3-4 Developer Day initiatives so far </li></ul>

21.
The Challenges <ul><li>Low exposure to mobile email/benefits </li></ul><ul><ul><li>Lack of awareness </li></ul></ul><ul><ul><li>People felt that it’s too complicated to set up email, when it’s about ‘do it yourself’ </li></ul></ul><ul><li>The general perception was that push email is the way to go, because it is fast & Secure </li></ul><ul><li>Follow the herd mentality; why apply mind - buy BB </li></ul><ul><li>Skepticism revolved around quality of customer support, when it comes to email related issues </li></ul>

23.
Adopt a 3 step approach From awareness, seeding to conversion <ul><li>Establish thought leadership for Nokia Eseries in mobile email </li></ul><ul><ul><li>Build a community </li></ul></ul><ul><ul><ul><li>Step 1: Create a pull for early adopters (awareness) </li></ul></ul></ul><ul><ul><ul><li>Step 2: Build advocates (credibility) </li></ul></ul></ul><ul><ul><ul><li>Step 3: Trigger adoption (conversion) </li></ul></ul></ul><ul><li>Counter negative perceptions around mobile email, change consumer mindsets </li></ul><ul><ul><li>Launch an education program </li></ul></ul><ul><ul><li>Create awareness features and benefits </li></ul></ul><ul><ul><li>Develop a platform which can be used to address email related queries </li></ul></ul><ul><li>Build conviction around ease of use in setting up mobile email </li></ul><ul><ul><li>Trigger conversations </li></ul></ul><ul><ul><ul><li>Ease of use, benefits </li></ul></ul></ul><ul><ul><ul><li>E75 as a preferred option </li></ul></ul></ul><ul><li>Tap into a wide segment of mobile users across SM touch points </li></ul>

24.
Unique Execution Strategy Capture audience and build a communication channel Influence and engage through an interesting two way dialogue Build a panel of experts to generate credibility Spread WOM through influencer relations 1 2 3 4 Capture a large audience via an interactive online widget that allows consumers to submit their queries and get expert tips Launched a dedicated community for Nokia Messaging India to interact and generate conversations around email on mobile Created a panel of experts aimed at addressing and resolving consumer queries Established trust amongst consumers looking for a solution Seeded the Eseries devices amongst influential Bloggers to experience and demonstrate the benefits of email on the go, how to use NMS and set up corporate emails

25.
Email on Mobile, Made Easy community Opinion Polls Conversations Widget Influencer Relations Create wider access to mobile email solutions Get people to share their opinion, reach out to people Drive engagement, credibility Trigger action Adopted a 360 degree approach

26.
The Results! <ul><li>Generated over 18039 conversations , 10987 comments and impacted over 6728000 consumers over a period of 3 months </li></ul><ul><li>Averaging 4092 + conversations per month, second highest to Nseries in terms of volume </li></ul><ul><ul><li>12901 direct conversations triggered around Nokia Messaging and setting up corporate emails </li></ul></ul><ul><li>Developed an active Indian mobile email community with over 5000+ members , generating over 2500+ conversations </li></ul><ul><ul><li>The online help widget generated over 2500 queries , over 2000 tips have been shared with consumers helping them resolve their issues </li></ul></ul><ul><li>Over 3000 profiles captured , close to 1000 consumers have acknowledged that the tips shared have allowed them to resolve their issues </li></ul>Capture Engage Influence Conversion

27.
Campaign Impact <ul><li>The campaign started from scratch with less than 10% visibility for mobile email as a topic vs. others </li></ul><ul><li>Increase in awareness levels, queries started pouring in on how to set up emails or solve issues </li></ul><ul><li>Maximum queries were related to configuration, followed by messaging experience on E75 </li></ul>From 10% to 85%